Despite mounting criticism that web 2.0 is nothing but marketing spin, a recent poll conducted by hosting firm NetBenefit claims that 60 per cent of firms have embraced the technologies.

Users seem to believe that there is real substance to the new technologies being deployed on platforms such as blogs, Ajax and mash ups, and 69 per cent of companies indicated in a poll that web 2.0 is more than just hype.

The survey of delegates at Internet World 2007 in London asked respondents a series of questions about how they were actively using web 2.0 in their business.

The results revealed that web 2.0 is seen as a natural progression in the use of internet technology. Some 83 per cent of respondents agreed that web 2.0 is an 'online evolution' rather than a radical change in the way we use the web.

Jonathan Robinson, chief operating officer at NetBenefit, said: "As podcasts, social book-marking and the latest communications technologies become more mainstream, everyone is getting excited about how businesses can benefit from a more collaborative way of working.

"Some web 2.0 applications still have a long way to go before proving their worth, but it is undeniable that technology with so much potential to enable collaborative working and empowerment is here to stay.

"The popularity of social networking websites and websites containing user-generated content shows us this. Companies need to keep up and assess how web 2.0 will add value to their organisation."